Shopper Marketing - April 2017 - 28

HALL OF FAME PROFILE | HERB SMITH

Q
A

What is Joseph Gallo [Ernest's son] like?
SMITH: He's the patriarch of our company.
I have a phrase: "The speed of the leader
determines the rate of the pack," and Joe Gallo
exemplifies that.

Q
A

Eventually you became responsible for
sales and local marketing for all of
Northern California.

SMITH: That was a big step. It really taught
me how to collaborate with customers and
build relationships, both personally and professionally. Eventually, I took some of these collaborative business partnerships on the road.
Then in 2010, we reorganized, changed the
name from "trade development" to "customer
development," and incorporated all of our regional customers, basically going from 25 customers to the top 100.

Q
A

You also have responsibility for the
category management Center of
Excellence.

SMITH: Managing the categories is of the
utmost importance in the wine and spirits
business. You manage the category, assortment, provide suggestions, shelf methodology,
cross-merchandising - all the pillars of good
category management are incorporated into
our recommendations for our customers.

Q
A

In 2013, digital was added to your
existing responsibilities.

SMITH: The digital odyssey is a hot topic in
this space and we think there's real opportunity to bring awareness to the category. For
28

y SHOPPER MARKETING APRIL 2017

example, we're working in the app space in
terms of education for the novice wine consumer. And while there are a lot of regulations
state by state controlling where you can ship to,
we're doing a lot of work around click-and-collect and personalized offers, which is a big priority with our retail partners.

Q
A

When were you first introduced to the
concept of "shopper marketing"?

SMITH: Well, I can remember that from day
one as a salesperson, they had me building
point-of-purchase displays, handling coupons
and placing bottle-neckers and various marketing techniques in-store. But about four years
ago, we were challenged by Joseph Gallo to
explore becoming a true shopper marketing
organization. He's always been ahead of the
trend and bringing that to our organization was
probably one of the best things we've ever
done. We've really evolved in terms of the path
to purchase for the category and decision trees.
We're doing a lot of work around aisle reinvention to increase awareness, penetration and
conversion for the category. We changed our
planning cycle. We developed a 360-degree
integrated shopper plan. One of the strengths
of our company is that we rally behind a goal
and we've really come together in this whole
effort.

Q
A

Could you have done this shopper
marketing evolution without Joseph
Gallo's mandate?
SMITH: Absolutely not. He was the visionary and the catalyst. We still meet regularly
to update him on how we are doing.



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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